The human-centered approach to innovation is not limited to the creation of new products. We can apply the same principles to the world of branding as well.

In their brand-building projects, marketers the world over have spent years following a specific and consolidated playbook: you define the brand positioning, create a message, think up a story, build a campaign around it, and then you impose it on the end user through traditional media channels, with television crowned as the indisputable ruler for reach and impact. This was a communication flow that went in one direction: a brand would speak to the audience without any chance for reply, frequently interrupting the rhythm of content that for the viewer was ...

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